Riviera Travel has announced a remarkable 36% increase in trade bookings for 2024, with river cruises enjoying a substantial 51% growth. This surge reflects the company’s strategic enhancements and robust partnerships within the travel trade sector.
Significant investments in the trade team and a strong commitment to agent engagement have propelled Riviera’s growth. The introduction of innovative itineraries and digital platforms underscores the operator’s dedication to fostering productive relationships with UK agents, facilitating a dynamic increase in bookings.
Strategic Expansion and Investment
Riviera Travel has strategically bolstered its trade team, leading to a notable 36% increase in trade bookings year-on-year. This expansion includes the hiring of seven key account managers, four of whom were recruited this year, enhancing engagement with UK agents and catalysing growth across diverse booking channels.
Growth in River Cruises and Solo Sailing
River cruises have witnessed a remarkable 51% increase in bookings, while solo sailings have surged by an impressive 66%. This growth highlights Riviera’s success in diversifying its offerings and meeting evolving traveller preferences. The company’s capacity to adapt to market demands is evident in these significant booking increases.
Vicky Billing, head of trade and partnerships, UK & Ireland, expressed gratitude for the trade partners’ support, which has been instrumental in achieving these results. Billing emphasised the critical role of feedback in shaping the company’s strategies, ensuring their alignment with market needs.
Innovative Itineraries Driving Interest
Riviera’s innovative itineraries, such as the Signature Tours, have driven a 38% increase in revenue. These tours continue to captivate customers, prompting the introduction of additional itineraries for 2025, including destinations like Morocco, South Africa, Japan, and Southern India. These expansions promise to enhance Riviera’s program diversity.
The introduction of new itineraries reflects Riviera’s commitment to offering diverse travel experiences. This strategy has been effective in attracting a broader audience, contributing to the company’s growing success.
Adding four new itineraries to the 2025 programme indicates Riviera’s proactive approach to portfolio expansion. This move not only broadens their global reach but also caters to the rising demand for unique and enriching travel experiences.
Enhanced Agent Engagement and Support
Riviera’s focus on agent engagement is evident through the creation of roles such as national sales manager for retail & OTAs and homeworkers. These positions ensure tailored support, strengthening agent relationships. Additionally, the introduction of a dedicated trade reservations team has streamlined booking processes for partners.
The e-learning platform, Riviera Explorer, launched to educate agents, represents a significant investment in digital trade support. With over 1000 users, this platform equips agents with knowledge to effectively market Riviera’s offerings.
Promoting Product Knowledge and Familiarisation
The hosting of numerous fam trips has enabled 100 partners to experience Riviera’s river cruise and touring products firsthand. These familiarisation trips have been pivotal in translating product knowledge into booking success, fostering stronger agent relationships.
By facilitating such experiences, Riviera empowers agents to make informed recommendations to clients. This strategic move has effectively enhanced the agents’ understanding of the product range, boosting their confidence in selling Riviera tours.
These initiatives have not only increased product awareness among agents but have also bolstered trust and collaboration, key factors in driving continued booking growth.
Anticipating Future Opportunities
The upcoming peaks period is anticipated to be more exciting than ever with Riviera’s expanded offerings. The company is optimistic about leveraging current momentum to forge new partnerships and strengthen existing ones, thereby maximising trade opportunities.
Riviera’s proactive strategies position it well in the competitive travel industry. With an expanding portfolio and robust partner network, the company is poised for further growth.
Commitment to Trade Excellence
Riviera Travel’s commitment to trade excellence is underscored by its strategic initiatives and deepened agent relationships. These efforts have facilitated significant booking growth and reinforced the brand’s market presence.
Riviera Travel’s continuous investment in trade partnerships and innovative strategies positions it for future success. The company’s robust engagement with agents and expansion of unique itineraries highlight its dedication to both growth and customer satisfaction.
As Riviera navigates the evolving travel landscape, its strategic initiatives demonstrate a commitment to excellence and adaptability. The positive results underscore the effectiveness of its approach, setting a promising path for the future.
